Over the last few years the web has fundamentally
shifted towards user-driven
technologies such as blogs, social networks
and video-sharing platforms. Collectively these social technologies
have enabled a revolution in usergenerated
content, global community
and the publishing of consumer opinion,
now uniformly tagged as social
media. This movement is dominating
the way we use the internet, and the
leading social platforms like Facebook,
MySpace, YouTube and now Twitter
have moved into the mainstream. These sites are the tip of a redefinition